PHASE ONE

BRAND DNA, CONSUMER INSIGHTS, VISIONEERING

A brand is nothing more than the set of impressions that exists in the minds of consumers.  These impressions are developed over time as a direct result of what the brand does (and does not do) and what it says (and does not say).  This is not restricted to communication.  Every aspect of the brand’s strategy contributes to DNA.


The process of uncovering brand DNA starts with desk research and a thorough review of available qualitative and quantitative research, habits and usage studies, and the trends that are revealed.


We’ll be particularly concerned with a search for obvious performance drivers in an attempt to understand what aspects of DNA need to be maintained, developed or possibly eliminated.


Desk research will be followed by an intensive half day workshop, with participants drawn from marketing, sales, supply chain, research companies and advertising agencies.


The result of this process will be the clear identification of brand DNA, an essential element in building powerful brand architecture. 


BRAND DNA
CONSUMER INSIGHTSconsumer-insights.html
VISIONEERINGVisioneering.html
BRAND ARCHITECTUREbrand-architecture.html
IMAGINATION WORKSHOPBrand-Workshop.html
STRATEGIC BRAND MANUALstrategic-brand-manual.html

PHASE ONE

PHASE TWO

PHASE THREE

consumer-insights.html
Visioneering.html
PETER IN BRIEF
Peter-Economides-Resume.html
A TYPICAL PROJECT
Branding-Model.html
IT’S NOT EASY
TO BE EASY
easy-forex.html
YOU WILL ALWAYS FIND WHAT YOU ARE LOOKING FOR
xe-relaunch.html
IT TAKES IMAGINATION
Audi-A2-Imagination.html
IT’S TIME TO IMAGINE THE FUTURE
greece-vision.html
STOP
PHILOSOPHIZING
Stop-Philosophizing.html
THE LIMASSOL
BRANDING PROJECTLimassol-Branding-Project.html
THE WORLD
NEEDS APPLEhttp://petereconomides.posterous.com/the-world-needs-apple